When opting for snacks, Canadians prioritize nutrition, comfort and mood boosts, according to the latest and fifth iteration of Mondelez’s global State of Snacking report.

The CPG’s research includes 287 Canadian respondents, 286 from the U.S. and thousands from 10 other global markets ranging from countries in Europe, Asia and South America. The data reveal Canadians’ snacking motivators are most similar to Chinese snackers, both of whom prioritize nutrition above other considerations, but who reverse comfort and mood boost.

The report shows that 75% of global snackers do so to boost energy levels, while 74% do so to heighten their mood and 70% to align with specific fitness goals.

Satisfaction and mindful enjoyment are top emotions experienced when snacking, with a majority of respondents saying they experience these frequently (59% and 52%, respectively). Conversely, less than one in five say they experience guilt (16%) when snacking.

The research reveals that 78% of global respondents appreciate snacks “when consumed mindfully.”

Portion size is a key factor for mindful snacking as consumers look to meet a variety of snacking needs, and it’s increasingly top of mind with 67% of respondents looking for snacks that are portion-controlled, up five percentage points from last year.

Consumers are eager to try novel flavours and textures, often leveraging social media to find new snacks. This is especially strong in North America, where 81% seek out novelty flavor and texture combinations. Nearly two-thirds (62%) of consumers report engaging in online research to spur new snack discovery, and more than half leverage social media for the task.

The State of Snacking report also reveals white space when it comes to plant-based snacking in North America: 54% of North Americans have tried or would try a plant-based offering, compared with 76% of Latin Americans.

More North Americans (65%) versus their global counterparts (57%) would rather give up social media for a month than chocolate.

Globally, 76% of respondents “report that they have been loyal to certain snacks or brands for a long time,” while this figure is 84% in North America.

Lastly, North Americans are far less willing than global counterparts to pay more for snacks that are better for the environment (51%) versus, by contrast, Latin Americans at 70%. They are also far less willing to pony up for snacks made from ethically sourced ingredients (50%) versus 64% of Asia Pacific residents.